Longhorn Talent and Burnt-Orange Pride Shined Bright at Hook ’Em House

Once a year, cinephiles, melomaniacs, tech enthusiasts, and the like stream into the heart of Austin from across the globe for South by Southwest (SXSW), the annual conference and festival highlighting education, film, technology, and culture. 

Longhorns inevitably find their way into the flurry of activity—whether in the crowd, on a big screen, or from behind a panel microphone. Or, with even more grandeur and impact, Hook ’Em House—UT Austin’s two-day SXSW activation, now in its second year.  

Hosted at the Longhorn-owned Antone’s Nightclub in downtown Austin, the event showcased UT’s breadth of homegrown talent with thought-provoking panel discussions, podcast recordings, surprise scholarship awards, and live music performances.  

A parade led by The University of Texas Longhorn Band kicked off the festivities, making its way from the Austin Convention Center to Hook ’Em House. Upon entering Antone’s, a neon tunnel washed a burnt-orange glow over attendees, and the entire venue was temporarily adorned with UT flair.    

“I always say that we are only as good as our team, and for this event, we collaborate with an incredible production team which is essential in bringing the vision to life,” says Courtney Young, BS ’00, Life Member, chief experience officer for the University. “The Antone’s team is a true partner in allowing us to take over the venue, transforming the space into an immersive Longhorn Nation experience.”  

Programming began with the awarding of the IMPACT Scholarships to three unsuspecting high school seniors. Nia Goode, Danielle Nyame, and Sofia Castillo were hand-selected by the University from all incoming students to receive the award based on leadership, academic success, and commitment to their communities.  

Castillo says her high school counselor had to convince her to skip class to attend an “ambiguous” event at UT. She finally caved, remaining in the dark about her accomplishment until she was called to the stage with Nyame and Goode.  

“We received a very wonderful jacket,” Castillo says. “Then I turned around, and there was a check for a scholarship for $80,000. I was at a loss for words. Tears were forming, and it was such an amazing thing.”  

UT’s faculty presence thrived at the panels, offering insights into technology, health, sports, and current events. Among them, adjunct law professor Andy Bowman, JD, MPAff ’95, Life Member, discussed the relationship between energy and artificial intelligence, and co-director of the Texas Quantum Institute Elaine Li talked about the state of quantum computing.  

Hook ’Em House also included student panels such as “Creator Connect: Celebrating Women Creators & Influencers.” The roundtable featured actor and Bachelor of Fine Arts student Natalie Tran, along with Moody student Jungmin Kang, who founded the viral sensation Snoopslimes—selling tactile “slime” concoctions themed with coloring, sequins, or other trinkets.    

Live podcast recordings featured accomplished alumni and students. Texas Exes’ very own Hello Longhorn, hosted by Sara Light, BS ’02, Life Member, offered an entrepreneurial discussion with Carla Vernón, MBA ’98, the CEO of Honest Beauty. 3rd & Longhorn shined light on Colt McCoy, BS ’09, who played football for Texas from 2006–09, and his business Clark Field Creative.  

While the panels and podcasts tapped into the entrepreneurial and technological innovation side of SXSW, Hook ’Em House illuminated the arts as well. Each day ended with live music.  

Acts included The Longhorn Band, The University of Texas Mariachi (known as the The Mariachi Paredes de Tejastitlán), and Shakey Graves. Nicholas Challier and Brook Michelle from UTalent Records, UT’s only student-run record label, also performed.  

“There are so many artists and musicians in Austin, and I think it’s really awesome that South by Southwest and UT have that collaboration,” says Michelle. “It gives students a chance to showcase their talent and have a space to share their songs and their voices.”  

Young’s team gave attendees more than just a weekend of memories tinged with burnt orange. Visitors left the Hook ’Em House with keepsakes such as friendship bracelets, custom UT hats, horns-up photos created in Longhorn-inspired photo installations, and even some UT-themed Snoopslime called “Squish ’Em!”  

“One of my favorite aspects of attending UT is the amazing academic community,” Kang said in an interview with the University about founding Snoopslimes while still a student. “I just love the Longhorn culture [that] makes my campus life super fun and never boring.” 

CREDIT: Nina Medeiros (5)